Nike’s owned digital business that grew 18% in the fiscal year, and the digital share of its business reached 24% in Q4, propelled by its app ecosystem.
“This is a shift being led by the consumer as they pursue the most personalized shopping experience Nike provides,” said John Donahoe, Nike president and CEO, “and we do not take lightly the choice made by consumers to put us in the most prized real estate that exists today — the home screen of their phone. No other brand occupies that space globally like Nike, and it remains one of our biggest competitive advantages.”
In China, the company is accelerating its digital capabilities through a new suite of commerce and support activity apps in fiscal 2023. It’s anticipated to deepen consumer connections via enhanced user experiences, including locally relevant features across apps, services, and owned and partner retail stores.
Higher levels of connectivity across physical and digital are driving a better consumer experience in Nike-owned stores, said Donahoe. “We know that consumers expect us to know who they are online or offline and across the full array of mono-brand stores, Nike digital, and our wholesale partners.”
All stores in North America now offer either buy-online-pickup-in-store or ship-from-store, and though the company didn’t provide figures on its partnership with Dick’s Sporting Goods, consumers are responding to the benefits they’re testing, said Donohoe.
The company will continue to extend Nike benefits to members across the marketplace and have additional partners and expanded services planned for fiscal 2023.
“[O]ur growing participation in new digital platforms continues to expand access points to Nike across the digital ecosystem,” he added.
Supply Chain Headwinds
Transit times remain elevated relative to pre-pandemic levels — at about two weeks longer in North America — which is having a significant impact on Nike’s in-transit inventory and the flow of goods into the marketplace.
Though some improvement in the West Coast ports backlog was seen at the end of the quarter, Friend said, they’re not planning for planning for a significant increment in transit times in the fiscal year ahead given all of the variables.
As a result, Nike is managing its inventory accordingly, he said. “We’re making decisions about our assortment, product life cycles. We’re taking some of our styles to season-less that we can manage it on more of a rolling basis. And we’ll continue to leverage the experience that we’ve had over the last two years, navigating through this environment from a supply chain complexity and congestion perspective.”